Enhanced Data-driven Audience Targeting, For OTT/CTV

4INFO, an identity and media activation solutions company, has joined forces with TiVo Corporation to deliver enhanced data-driven audience targeting and insights in the fast-growing OTT/CTV category.

The 4INFO Custom Connected Identity Map (CCIM) gives TiVo and its customers the ability to make data and audiences addressable and extendable beyond their current footprint — including both TV and digital media —using mobile ad IDs (MAIDs) and IP addresses as match keys.

“TiVo’s Targeted Audience Delivery customers use our unique data and insights products, including viewership data, attribution and segments to access sought-after verticals, like: CPG, retail, auto, pharma and QSR,” said Walt Horstman, senior vice president and general manager, advanced media and advertising, for TiVo. “Our collaboration with 4INFO leverages their unique identity mapping capabilities to make this audience addressable and extendable to a much large number of households and across multiple devices, while supporting our newly launched Connected TV advertising solutions.”

“In the world of advanced TV, brands increasingly realize they have to take control of their own data,” said Tim Jenkins, 4INFO CEO. “We continue to see that a combined mobile and IP address-based identity map lies at the heart of an effective data strategy.”

“By leveraging the scale and accuracy of 4INFO’s identity and media activation solutions, TiVo is delivering a platform that solves the industry-wide challenges of addressability and accountability in advanced TV,” said Jenkins.

The 4INFO CCIM allows brands to build their own identity map and then activate media on any platform without sharing data with publishers, and is available as part of the company’s comprehensive Audience Solutions, that also include: data onboarding, audience identification and advanced TV offerings.